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An Ipsos study named CX Global Insights 2025, which was conducted in 18 countries with 65,000 responses, revealed that 64 per cent of Vietnamese consumers prioritised brands they trust to deliver high-quality products and services, while 57 per cent were willing to pay a premium for superior experiences. These findings underscored the growing importance of CX in driving customer loyalty, advocacy, and business growth. They would also indicate a strong impact of emotional attachment on business outcomes.

The study showed that customers who were emotionally connected exhibited an impressive net promoter score of 72, far surpassing the score of 54 for functionally satisfied customers. Moreover, emotionally attached customers were more forgiving of occasional missteps, with 74 per cent willing to forgive a brand.

Phung Tran, head of customer experience at Ipsos Vietnam, said, "Building strong emotional connections is key to great customer experiences. It comes from quality interactions and boosts customer value while insulating brands from occasional mistakes."

The study also revealed that among seven sectors covered in the research, the concept of emotional attachment was widely pursued among banks and online retailers (both at 50 per cent) while being relatively new among the automotive and insurance industries (45 per cent and 44 per cent).

Based on the results, when successfully building emotional attachments with customers, the CX key performance indicators climbed markedly among insurance and supermarket companies.

The Vietnam study also reveals that sectors such as fintech, banking, and online retail are successfully delivering memorable customer experiences. These industries have recognised the importance of emotional connections and have implemented strategies to build strong brand-customer relationships. On the other hand, the mobile network provider and insurers sector fall behind, indicating a need for improvement in empowering customers and giving them a sense of command in their interactions with the brand.

The picture is clear that some industries are behind compared to others. “There is certainly homework to be done by many CX leaders in Vietnam," commented Tram Luong, CX research manager at Ipsos Vietnam.

To elevate CX through emotional attachment, a holistic approach, combining the "Forces of CX" with an "Experience Factors" framework should be considered. The “Forces of CX” refer to the core elements that shape a customer’s perception during interactions with a brand – typically including emotion, ease, and effectiveness. Meanwhile, the “Experience Factors” framework focuses on elements that influence the customer journey – such as technology, touchpoints, processes, and people.

The holistic approach encompasses employee training, personalisation, omnichannel consistency, and alignment with brand promises, enabling businesses to consistently deliver exceptional experiences across all touchpoints.

Personalisation is also a powerful differentiator and can elevate the relationship. Brands need to demonstrate an understanding of customers’ personal situations and circumstances and use that to deliver a tailored interaction.

“As Vietnamese consumers become increasingly demanding, businesses are prioritising CX to remain competitive. By embracing the power of emotional factors, companies can unlock the full potential of CX and build profitable customer relationships. The journey from like to love lies in understanding, anticipating, and exceeding customer expectations is now going to emotional level. Those who master this art will emerge as leaders in Vietnam's dynamic and competitive business landscape,” added Tran.